What came to mind the first three seconds when you saw that page?
The website is about Internet Marketing & SEO, while that article is about social media marketing. I thought the article was a movie review that tied in with internet marketing. Looking at the page, did it not create a momentary confusion in your mind as to what it was all about?
To convert traffic into customers, here are things you need to consider.
Images are what gets reader's attention when they first land on your page. Use an image relevant to your topic, then write a caption under it that ties in with the paragraph that follows.
The image from the SEO website above did not give justice to what their article was about. Can you imagine the traffic jam building up in the reader's mind while scanning that page? From headline to your call to action, your copy has to read like you are driving in a super hi-way. Getting from one point to the next has to be fast and efficient.
The headline seems OK, but can still be improved upon, don't you think? It's a curiosity headline. While effective, a headline that offers the reader something they want will give you better results. I am sure that if you went over the article, you will find a phrase or two that will make a better headline than the one they used here.
Because of the confusion, I did not bother to read any further. There was no motivation for me. It wasn't really clear what I am going to get out of the experience. The site missed out on giving me their call to action.
If you think a curiosity headline will work best for your copy, craft your message in such a way that your reader is motivated to read the next line. Use an image that will show the reader what that motivation is about--"Interesting. What's next?"
Remember that readers tend to scan over the page, and their attention span is short. Jumping from one element of your website to the next, readers decide within four seconds whether to continue or not. If there was something better to do on the internet than to read your article, guess what they will do next?
Everything ties together. One copy element has to tie in with the one before it, and leads the reader to read what's next. Your website copy should read like Super Mario collecting all those gold coins on its way to save the princess.
Would you like to see an example?
Go back to the top of this page, but this time, simply scan at this page's over-all layout. Pay attention to the copy elements and how they relate to each other. Attention, Interest, Description/Desire, Action (AIDA).
The headline flags for interest, "Is this what you are looking for?" You then found the image from the subject website, and immediately after that, a question. One copy element motivates the reader to continue on to the next without giving them time to think about it.
Now, let's see if you were paying attention.
If I were using a pop-up to ask for the reader's email, at what point in this layout should the pop-up trigger be?